We created a campaign that lived where dark social conversations take place but would create conversation everywhere. The campaign had two key phases to get Festive Bake fanatics excited:

PHASE 1 – a WhatsApp group, dedicated to Festive Bake lovers. We announced it via Facebook and Twitter and thousands of people applied. This social innovation was taken to a wider audience via national media editorial coverage.

PHASE 2 – we maintained buzz by re-launching the now famous #PastySanta selfie campaign with the addition of the year’s biggest trend: the Face Swap. The WhatsApp group members were first to hear about this new feature and they kick started a stream of #PastySanta Face Swaps across the UK.

Our WhatsApp group were also rewarded with daily competitions, giveaways and fan-fostering content, including a movie trailer parody featuring members’ loving quotes about the Festive Bake.